CASE: Online school of bread/baking. We make 1000+ registrations for 30 cents.
Project that works in Russia
Greetings, my name is Vasily, founder of Target Plus marketing agency. In this case study I will tell you step by step how I managed to make cheap webinar registrations for an online bread school at a price of 25-30 cents using targeting Facebook and Instagram ads.
What did we have?
1. Packaged and rocked instagram expert account - https://www.instagram.com/ovoynova/?hl=ru
2. Landing page to receive traffic - https://ovoynovaschool.ru/mk
3. List of clients who have previously bought 1000+ (a good basis for creating a LAL audience)
The funnel is as simple as possible, and is used in many online schools:
- A potential customer sees an ad in FB/INST and clicks on the link to the website
- Studies the information on the site and makes a registration for a webinar
- Then gets to the thank you page, which opens after registration, where the potential customer is invited to subscribe to chatbots in exchange for a free guide
- After getting into the chatbots, a series of emails is started that are aimed at insulating the audience (with this approach, the conversion to sales on webinars is much higher)
- On the day of the webinar a mailing is made to the mail (left when registering) and chatbots with a reminder of the webinar (increase % of return rate)
- There is also a mailing with a link to the webinar and the link is duplicated after the start of the webinar for those who are late
- The final stage is calling requests of potential buyers by sales department
As a target marketer, I always check and take an interest in the funnel, make adjustments, suggest changes/additions based on my experience with online schools. I make edits to landing pages (to increase conversion to registration). I am maximally interested in profit of my client, so I try to get into each project and especially get into all internal processes, even if they are not related to advertising.
Goals and budget
It was allocated $700 for the advertising budget. The goal was to bring as many registrations to the online webinar as possible and hit the kpi to $1 per registration.
Working with an audience
Before I start my work, I send the BRIEF to the customer, with the help of which I study the project in detail. I always start my work with the study of the audience, collecting the audience and prescribing the offers/pains that I will use in the advertising layout and in the advertising text.
Collected quite a few audiences. LAL - audience, by interest, broad, who interacted with the ac inst. The best audience came in, of course, the audience that previously interacted with the Instagram account (warm), then on the interests.
I'm attaching some examples of audiences by interests:
Translated with www.DeepL.com/Translator (free version)
I solve all the technical aspects before I start working on the project. Namely, I help install the pixel, confirm the domain, make all the bindings in the Facebook business manager, etc. I have good experience with blocking.
Creating advertising layouts and writing text
I have been working on this project for the 7th month already. During this time, was created and tested a lot of advertising layouts. Now I will show you the most effective ones:
Launch and results
I wrote above that I have been working with this project for 7 months. There were a lot of launches and online webinar and autowebs. Registration price was on average from 25-30 cents. I attach screenshots from the advertising office.
In the screenshots you can see that I always hit my kpi, and even very well. Olga and Olga are not going to break off cooperation, she likes the results that I save the advertising budget, I spend every ruble efficiently. Now we are actively working on the launches and have already agreed to cooperate for the next month.
The main points of this project I have tried to show in this case. But the essence, the chips, the advertising strategy, the earnings from the project, of course, I left behind.
Video review from Olga and the producer of the project
I have 4 years of experience in targeting Facebook advertising. During this time I have developed an understanding of how to effectively run advertising campaigns for online schools. Always open to interesting suggestions.